Samsung takes a bite at Apple as brands jump on the foldable iPhone

Apple’s latest iPhone launch has already drawn a familiar response from one of its biggest rivals, with Samsung wasting little time poking fun at the tech giant’s latest moves.

Samsung Mobile US took to X on 10 September with a string of posts reacting to Apple's launch. “So far, so same,” it said alongside the hashtag #ItsTimeToSwitch, before following up with several digs at Apple's products and features.

“Let us know when you're done reheating our leftovers,” one post read, while another said: “Making us wait? Fine. We'll be over here, folding 3 ways.”

Samsung also joked that Apple's launch was “feeling very familiar”, and summed up the event with: “Was there range? No. Was it exciting? No. Did it happen? Yes.”

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The rivalry also spilled over onto Instagram, where Samsung's various accounts rolled out their own responses to the launch. Samsung Singapore shared a “Welcome to the fold” post, taking a dig at Apple's arrival in a category Samsung has competed in for years.

Meanwhile, Samsung Mobile published a series of posts spotlighting its Galaxy Z Fold8 Ultra, using the attention around Apple's new foldable to draw comparisons with its own device. 

Apple unveiled the iPhone Duo at its annual September event, marking the tech giant's first entry into the foldable smartphone category. The device features a 7.6-inch inner display when unfolded and a 5.4-inch outer display when closed, giving users the option to switch between a larger tablet-like screen and a more compact format.

The Duo was introduced alongside Apple's wider hardware lineup, which includes the iPhone 18 Pro and iPhone 18 Pro Max, Apple Watch Series 12 and Apple Watch Ultra 4, as well as the AirPods 5. 

Brands unfold their takes

Samsung was not the only brand quick to fold itself into the conversation. As Apple's latest device took over social feeds, brands across industries jumped on the moment with their own takes on the Duo's distinctive design.

From food and beverage players to airlines and tech brands, here's how brands put their own spin on Apple's latest launch.

1. A&W Malaysia 

A&W Malaysia gave the foldable trend a foodie spin, sharing an image of a foldable phone filled with its burgers, fries and drinks. The on-screen copy read “Get your meals in 4:3 ratio”, while its caption joked that “1 screen ain’t enough to capture all the goodness”.

2. AirAsia MOVE 

AirAsia MOVE took a different route, sharing a series of posts highlighting “things you can buy instead of that ‘new’ phone”. The carousel showcased local food, stays and activities, while its caption invited followers to tag a friend who could eat the featured amount of mango sticky rice.

3. Canva 

Canva played on a familiar creative industry dilemma, placing “what the client asks for” and “what you want to design” on opposite sides of a foldable phone. It completed the Apple-inspired jab with the caption: “Don't put all your apples in one basket.”

4. Domino's 

Domino’s leaned into the Duo name, sharing an image of two pizzas side by side and “introducing the Duomino”, with “Duo” cheekily crossed out. The pizza chain kept its accompanying caption even simpler: “We did it first”.

5. Duolingo

Duolingo took the opportunity to make the Duo name quite literal, placing its green owl mascot across a foldable phone. The on-screen copy simply read “This is Duo”, while the language-learning brand joked in the caption: “Let’s hope i don’t get cracked”.

6. Durex India

Durex India brought its signature innuendo to the trend, sharing an image of a folded item alongside the line: “Guess who finally tried a new position.” The brand continued the play on flexibility in its caption, adding: “A little flexibility goes a long way”.

7. Heinz UK 

Heinz UK gave its ketchup sachets the foldable treatment, placing two packets side by side to create the “Ketchup Duo”. Declaring that “a new sachet enters the fold”, the brand turned its familiar condiment packaging into its own take on Apple's latest device.

8. HelloFresh 

HelloFresh took a more tongue-in-cheek approach with an “official statement” declaring its support for the foldable iPhone — with one condition. The meal-kit brand said it was “pro foldable iPhone... provided you fold it and put it away at dinnertime”, turning the launch into a reminder to keep phones off the dinner table.

9. KitKat

KitKat played up the similarities between its signature chocolate bar and the foldable format, sharing a video of a KitKat split down the middle and displayed on what resembled an in-store smartphone display. The brand pointed out that “every KitKat already folds down the middle”.

10. Motorola 

Motorola leaned on its history with foldable devices, sharing a video of hands closing and folding its products alongside the line: “New in their hands. Iconic in ours.” Referencing its razr lineup, the brand added that while some are “just discovering it”, Motorola has been making the format “even better”, before teasing its “next move”.

11. Mountain Dew 

Mountain Dew imagined its own unlikely piece of foldable technology, sharing an image of a can folded in half alongside the mock breaking-news headline: “Mountain Dew announces brand new folding can.” The brand joked that it had finally solved the “age old question” of why a can of soda cannot fold in half.

12. Toblerone

Toblerone kept things simple, sharing a series of images showing its distinctive packaging first unfolded and then folded, before revealing the chocolate itself as “unfoldable”. With the understated line “since 1908”, the brand suggested it had been playing with the concept of folding long before smartphones entered the picture.

13. Wingstop Singapore 

Wingstop Singapore turned the Duo into a food pairing, bringing together its ranch dip and new black pepper range as a “heavenly duo”. Tying the pairing back to the foldable frenzy, the brand declared: “Consider yourself folded.”

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